IAB study demonstrates optimum mix of TV and digital ads

02/25/2013 | Adweek

Advertisers can get the most out of their campaigns by allocating 15% of a TV budget to digital channels, according to a Nielsen study commissioned by IAB. The resulting increase in reach will average 3.4% for brands in consumer-packaged goods and 6.2% for other brands. The exhaustive study, funded in part by Yahoo and Microsoft, looked at 18 actual ad schedules among 700 brands using TV and also discovered surprisingly high post-roll completion rates and lower cost-per-reach via the preferred media mix. "If you are a company with multimedia assets, this study shows you how to leverage them across the board," says IAB Senior Vice President of Research, Analytics and Measurement Sherrill Mane.

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